Sega of Japan To Allow For Rental Software

Share.

Videogame rentals are forbidden in Japan, but Sega of Japan okays a new program.

By IGN Staff

Sega of Japan and Culture Convenience Club Co. (CCCC) have announced plans to rent video game software developed by Sega. Starting September 30th, retailer Tsutaya, a chain of video and CD rental shops that's owned by CCCC will begin carrying videogame software from Sega. Software will be made available for 400YEN for an eight day period, and will initially be available in 600 Tsutaya outlets. Twenty titles will be made available at first, with the most recent games being four months old (hey - maybe those kids will finally learn about the splendor of Shenmue!)

This is the first time videogame rentals will be made available through a store in Japan, despite being a common practice in America. Previous attempts have resulted in law suits, hissy fits, and more likely than not a bit of foul play, as companies believed such moves would cut into profit.

Sega has seemingly taken care of some of the qualms through two policies. First, software receives most sell-through in its first few weeks of sales (well, except for the occasional Seaman). Seeing as how the most recent software in the program will be at least four months old, this shouldn't be too big a deal. Furthermore, Culture Convenience Club has agreed to pay Sega a commission each time a title is rented out, so some profits will at least arise from gamers who rent a game with no intention of buying it.

Will this program successfully drive software and hardware sales up? Or is this just Sega gasping for breath? Sega believes this program will expand its market shore, and will be lobbying other game companies to make their own software available in the program as well. We'll have to check the sales charts closely in the coming months to see what results.